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When the BBC lost their rights to broadcast Formula One, ITV gained the coverage for 1997. The deal worth £60 million was negoitated by [[Formula One Management|FOM]] president [[Bernie Ecclestone]]. ITV chose to bid for the rights due to constantly being beaten at weekends while the ''[[Grand Prix (TV programme)|Grand Prix]]'' coverage was on.<ref name=walker>{{cite book | title = Murray Walker: Unless I'm Very Much Mistaken | first = Murray | last = Walker | authorlink = Murray Walker | isbn = 0-00-712696-4 | publisher = [[HarperCollins|CollinsWillow]] | origmonth = September | year = 2002 | pages = 217–223}}</ref>
ITV's first broadcast was at the [[1997 Australian Grand Prix]] featuring [[Jim Rosenthal]] along with [[Simon Taylor (journalist)|Simon Taylor]] and [[Tony Jardine]] as expert analysts along with [[Murray Walker]] and [[Martin Brundle]] as the commentators. The pitlane reporters [[James Allen (journalist)|James Allen]] and [[Louise Goodman]] stayed on for the whole of ITV's coverage over 11 years. ITV had set about focusing their efforts into more in-depth pre and post-race analysis, better camera angles and conducting more interviews.<ref>{{citeweb|title=F1's return to the BBC - what did you think?|url=http://www.crash.net/f1/news/144606/1/f1s_return_to_the_bbc__what_did_you_think.html|publisher=crash.net|date=2009-03-30}}</ref> Rosenthal, Taylor and Jardine all presented from a studio with a view of the paddock and the studio was transported to all the races. One feature for 1997 was known as 'Inside F1' where a driver would demonstrate a certain piece of equipment and summarise what the equipment does. There was also a track guide using a computer simulation provided by [[Psygnosis]] also for 1997. The post-race qualifying and race coverage was mainly a discussion between the presenter and the experts going over the key facts of what occurred.<ref>{{citeweb|title=A look back at ITV's first live Formula 1 broadcast in 1997|url=http://f1broadcasting.wordpress.com/2012/06/05/a-look-back-at-itvs-first-live-formula-1-broadcast-in-1997/|publisher=The F1 Broadcasting Blog|date=2012-06-05}}</ref> In the same year, Simon Taylor was left unable to broadcast live after feeling seasick during the Monaco
ITV also introduced Martin Brundle's hugely popular gridwalk at the [[1997 British Grand Prix]], where roughly 10–15 minutes before the start of the race Brundle would walk around the grid interviewing drivers, team personnel, celebrities and whoever else he could find.<ref name=walker /> Brundle had elected not to commentate from some races such as the Canadian Grand Prix in 1997 where he raced at Le Mans and missed the race in 1998.<ref>{{citeweb|last=Fox|first=Norman|title=Pescarolo rolls back the years|url=http://www.independent.co.uk/sport/pescarolo-rolls-back-the-years-1256057.html|publisher=The Independent|date=1997-06-15}}</ref> He also elected not to attend the Hungarian Grand Prix on several occasions. When Brundle was absent, different people would stand in the commentary booth, including [[Derek Warwick]], [[Jody Scheckter]], [[Anthony Davidson]] and {{f1|1996}} World Champion [[Damon Hill]].
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In October 2002, the BBC had prepared pay £175 million to gain the rights off ITV when their contract was to expire at the end of 2004.<ref>{{citeweb|last=Bryne|first=Michael|title=BBC prepares to snatch F1 from ITV in £175 million deal|url=http://www.mediaweek.co.uk/news/161047/BBC-prepares-snatch-F1-ITV-175m-deal/?DCMP=ILC-SEARCH|publisher=Media Week|date=2002-11-15}}</ref> In April 2004, ITV signed a six-year extension to their contract worth £150 million.<ref>{{citeweb|title=ITV extends F1 deal|url=http://www.sportbusiness.com/news/154356/itv-extends-f1-deal|publisher=Sport Business|date=2004-04-26}}</ref> With the advent of new Anti-Tobacco advertising laws in the United Kingdom that were placed in force on 31 July 2005, it was feared that Formula One coverage would be blacked out because with the showing of tobacco company logos on television, the broadcaster would face extra charges even in a country where tobacco sponsorship was permitted.<ref>{{citeweb|title=ITV loses a big F1 supporter|url=http://www.grandprix.com/ns/ns13901.html|publisher=Grandprix.com|date=2004-11-26}}</ref> In September 2005, it was reported that ITV had secured Steve Rider's services and would replace Rosenthal from 2006 onwards to present coverage of Formula One. Rider made his debut broadcast covering ITV F1 coverage at the [[2006 Bahrain Grand Prix]].<ref>[http://www.timesonline.co.uk/article/0,,5923-2061238,00.html "Rider opts for some driver practice]" [[The Times]], 4 March 2006; Retrieved 2 April 2006</ref>
ITV extended their contract with North One Television for a further five years in an agreement that started at the first round of the 2006 season and would produce over 100 hours of content which also included qualifying and the highlight shows. ITV were the host broadcasters for the British Grand Prix.<ref>{{citeweb|title=North One wins £35m F1 contract|url=http://www.broadcastnow.co.uk/news/multi-platform/news/north-one-wins35m-f1-contract/155412.article|publisher=2006-03-02|accessdate=2012-08-18}}</ref>
In March 2008, ITV announced the coverage would be transferred to the BBC from the 2009 season so that the Broadcaster could focus more on coverage on the [[UEFA Champions League]].<ref>{{citeweb|title=ITV wins Champions League rights|url=http://news.bbc.co.uk/1/hi/business/7307971.stm|publisher=BBC News|date=2008-03-20}}</ref> The contract to show the sport at the time of announcement was worth £25 million.<ref>{{citeweb|title='Lewis success to bost revenue'|url=http://www.planet-f1.com/news/3213/2483505|publisher=Planet-F1|date=2007-04-09}}</ref> The website was closed down at the end of 2011 citing the reason of the joint deal between the BBC and Sky both televising the sport.<ref>{{citeweb|last=Laughlin|first=Andrew|title=ITV drops Formula One website after 12 years|url=http://www.digitalspy.co.uk/media/news/a358109/itv-drops-formula-one-website-after-12-years.html|publisher=Digital Spy|date=2012-01-03|accessdate=2012-08-18}}</ref>▼
▲In March 2008, ITV announced the coverage would be transferred to the BBC from the 2009 season so that the Broadcaster could focus more on coverage on the [[UEFA Champions League]].<ref>{{citeweb|title=ITV wins Champions League rights|url=http://news.bbc.co.uk/1/hi/business/7307971.stm|publisher=BBC News|date=2008-03-20}}</ref> The contract to show the sport at the time of announcement was worth £25 million.<ref>{{citeweb|title='Lewis success to bost revenue'|url=http://www.planet-f1.com/news/3213/2483505|publisher=Planet-F1|date=2007-04-09}}</ref>
==Website==
The ITV-F1 website was launched in March 1998 as a joint venture between ITV, [[F1 Racing]] and Business Net at a cost of £700,000 for the year. Inital content was provided by F1 Racing with news updates from Murray Walker and Martin Brundle.<ref>{{citeweb|last=Scott|first=Jon|title=ITV-F1 vs Beeb for poll position in Formula 1|url=http://www.brandrepublic.com/news/121111/ITV-F1-vs-Beeb-poll-position-Formula-1/|publisher=Brand Republic|date=1998-04-30|accessdate=2012-08-18}}</ref> The site was revamped in July 1999 with the addition of a superstore selling Formula One merchandise along with a multimedia content area and a loyalty club.<ref>{{citeweb|last=Campaign|title=ITV-F1.com relaunched in run-up to British Grand Prix|url=http://www.campaignlive.co.uk/news/42808/ITV-F1com-relaunched-run-up-British-Grand-Prix/|publisher=Campaign|date=1999-07-05|accessdate=2012-08-18}}</ref> The website was closed in January 2012 citing the joint televised deal between the BBC and Sky as the reason.<ref>{{citeweb|last=Laughlin|first=Andrew|title=ITV drops Formula One website after 12 years|url=http://www.digitalspy.co.uk/media/news/a358109/itv-drops-formula-one-website-after-12-years.html|publisher=Digital Spy|date=2012-01-03|accessdate=2012-08-18}}</ref>
==Sponsorship==
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